HERSTORY: Elyse Koenig, publicity and marketing boss lady
Welcome to HERStory, highlighting the many inspiring clients from DevelopHER designs. Here, founder and lead developer, Jess Tatham, talks career, life and more with women you definitely want to know more about. This week, we’re chatting with freelance publicity and marketing boss lady Elyse Koenig. She hired DevelopHER Designs to create her portfolio and business website, showcasing her unique niche of representing female-owned brands.
Before DevelopHER Designs was DevelopHER Designs, I called my company JSoft Web Services. It was a bit of an obvious name as a software developer named Jess, but at the time, I didn’t know which direction my business would turn. If I’m being honest, it took me quite some time to land on DevelopHER Designs—including countless brainstorming sessions with my friends. But surprisingly, what made me realize there was the opportunity to help female entrepreneurs was working with publicists. Many of my first—and current!—clients were women like the impressive Elyse Koenig, who built her company from the ground up, with boldness, kindness, determination and style.
As the owner of her own beauty and wellness consulting business, not only is she a powerhouse boss lady herself, but she primarily works with other women to help foster the development and growth of their big ideas, products and brands. In addition to running her empire in Los Angeles, Koenig is a frequent-flier and a pup mom, so I was grateful she took time out of her busy schedule to chat. Here, inspiring nuggets of wisdom:
JT: What inspired you to launch your company?
EK: I absolutely love working in the beauty and wellness space. I’ve been obsessed with skincare and makeup tips and tricks since I was a child, and I was lucky enough to work at some of the best beauty agencies in the country in both NYC and LA. But, after more than a decade of experience, I was eager to become more involved with my clients. The beauty—no-pun intended—of being a consultant in this industry is that I’m able to become an integral part of the decision-making process with my brands, from product pipelines and launch strategies to brand/retail partnerships and more. Launching my company has allowed me to choose who I want to work with and in what capacity, and I’m incredibly grateful to have brands and clients that I love as a consultant and as a consumer.
JT: What was the greatest hurdle you faced getting started?
EK: Taking the risk! I was fortunate that I landed my first client quickly, but after a career of stable agency and in-house jobs, it was a scary move to be on my own. Sometimes it’s still intimidating knowing that business will ebb and flow, but I’m now confident enough in my abilities as a female entrepreneur that I know I will be okay no matter what if I keep working hard and being kind.
JK: What were your biggest hopes for your website?
EK: To showcase my individuality: it’s a crowded marketplace and I want to highlight my female-focused brand niche—and what sets me apart. All of my business has come from referrals in the industry, so even two years in I didn’t have a website! I’m so thrilled to finally have a place to bring people to show them who I am and what my business is all about.
JT: What about for your brand?
EK: To work with inspiring women and clients who I truly believe in and use. The ultimate goal is that when people think of me, they immediately think about my awesome, female-founded beauty and wellness brands and want to learn more about all of us!
JT: What did you learn through the process?
EK: How to hone my niche, and also that it’s okay to say no to an opportunity that doesn’t feel right for you. It can be hard to turn down business, especially if you don’t know when more will come your way, but it’s important to trust your gut. There’s a reason it’s saying ‘no’: I’ve learned that the hard way!
I’ve also learned it is so important to surround yourself with people you trust. Working alone means I don’t have an agency of people to bounce ideas off of anymore (though my dog, Johnny, is great in a brainstorm if you just need some unconditional support). I’ve found an incredible network of other solopreneurs and friends in the industry, and we all lift each other up. Once we started talking about some of the struggles of working for yourself (it can be a little lonely at times!), we realized everyone has those days, and it’s very comforting to have each other when we need to vet a big idea or just chat with someone who understands.
JT: Who inspires you?
EK: My clients! I work with female entrepreneurs, most of them mothers, and the way they balance family and business is incredible. While it took a risk for me to start a service-based business, these women all started product-based businesses, and many put everything they had—financially, emotionally, and more—into their brands when they launched. I cherish getting to help them grow and succeed!
JT: What are your greatest goals for the next few months?
EK: Getting great press coverage for my clients in holiday gift guides and selling them into new stores for the Q4 season. Even my personal business growth goals revolve around my clients because if they continue to thrive then so will my brand.
JT: What advice would you give to aspiring female entrepreneurs?
EK: Utilize your network and never burn bridges! I’ve always prided myself on being a mentor to younger people in the industry as well as a great connector—I work in PR and sales after all, and it’s all about those relationships. Once I started my business, I realized how invaluable it was that I’d always had integrity in a business that can be cutthroat. All of my clients have come via referral from former clients, former coworkers, and industry friends. I wouldn’t have gotten these opportunities if I hadn’t stayed true to myself and had a willingness to help others.
To view Elyse’s new site, and all our other clients, visit here.
If you are motivated and ready to get your business online, chat with us here.
